Mobile Commerce in the Phono Sapiens Era
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It was a great honour to deliver this webinar for the GSMA where I explored humanity’s collective evolution to Phono Sapiens; how this new species shops via their mobile, how this transforms our approach to marketing and why a good mobile user experience is today’s “killer app”. Topics covered included: • The statistics illustrating our Phono Sapien planet • How mobile is transforming the retail landscape • How global enterprise strategy is shaped by mobile-first millennials • Why an app alone is not a mobile strategy • How to engage with consumers in an age of ad blocking and app fatigue • How chatbots and AI can optimise commerce and customer service • Innovators breaking down OTT mobile messaging silos • Why commerce is about conversation, not destination • Lessons from global leaders in “full ecosystem” conversational commerce The webinar will be available to stream soon from the GSMA and OpenMarket.
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Mobile Commerce in the Phono Sapiens Era
- 1. @OisinLunny @OpenMarket @GSMA Mobile Commerce in the Phono Sapiens Era #DigitalCommerce
- 2. Mobile Millenials Messaging Ad Blocking App Fatigue Artificial Intelligenceand more…
- 3. Our mobile engagement technology helps enterprises enhance customer experience.
- 4. TEXT HERE 16 Years Experience 400+ Enterprise Customers PurePlay SMS Provider Over 12 billion mobile messages per year Leading the 2nd coming of SMS revolution A division of Amdocs (NASDAQ : DOX)
- 5. Use SMS
- 6. Rise of the Mobile
- 8. Read more: Benedict Evans
- 9. Source: We Are Social @wearesocialsg • 26 SHARE OF WEB TRAFFIC BY DEVICE SHARE OF WEB PAGE VIEWS: LAPTOPS & DESKTOPS SHARE OF WEB PAGE VIEWS: MOBILE PHONES SHARE OF WEB PAGE VIEWS: TABLETS SHARE OF WEB PAGE VIEWS: OTHER DEVICES • Source: StatCounter, Q1 2016. Main figures show the share of total web page requests originating from each type of device. BASED ON EACH DEVICE’S SHARE OF TOTAL WEB PAGES SERVED YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: JAN 2016 56% 39% 5% 0.1% -9% +21% -21% -10%
- 10. Source: We Are Social @wearesocialsg • 21 NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WEST EUROPE EAST EUROPE EAST ASIA OCEANIA CENTRAL ASIA SOUTH ASIA SOUTHEAST ASIA GLOBAL AVERAGE: INTERNET USE JAN 2016 • Sources: ITU, InternetWorldStats, CIA, national government ministries and industry bodies; UN, US Census Bureau for population data. 46% 88% 60% 29% 53% 83% 64% 54% 68% 44% 40% 27% 41% REGIONAL INTERNET PENETRATION FIGURES
- 11. Source: We Are Social @wearesocialsg • 32 NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WEST EUROPE EAST EUROPE EAST ASIA OCEANIA CENTRAL ASIA SOUTH ASIA SOUTHEAST ASIA GLOBAL AVERAGE: SOCIAL MEDIA USE JAN 2016 • Sources: Facebook; Tencent; VKontakte, LiveInternet.ru, Nikkei, VentureBeat, Niki Aghaei; UN, US Census Bureau for population data. 31% 59% 50% 11% 26% 48% 45% 48% 45% 40% 6% 11% 37% TOTAL ACTIVE ACCOUNTS ON THE TOP SOCIAL NETWORK INEACHCOUNTRY, COMPARED TO POPULATION
- 12. Source: We Are Social @wearesocialsg • 48 NORTH AMERICA CENTRAL AMERICA SOUTH AMERICA AFRICA MIDDLE EAST WEST EUROPE EAST EUROPE EAST ASIA OCEANIA CENTRAL ASIA SOUTH ASIA SOUTHEAST ASIA GLOBAL AVERAGE: MOBILE CONNECTIONS JAN 2016 • Sources: GSMA Intelligence; UN, US Census Bureau for population data. 99% 104% 121% 82% 123% 124% 139% 99% 108% 88% 109% 77% 124% THE NUMBER OF MOBILE CONNECTIONSCOMPARED TO POPULATION
- 13. Our evolution to “Phono Sapien” HT: The Economist
- 14. Empowered customers have given rise to a new era Source: Forrester
- 18. The M Word
- 22. Customer support Purchasing Security !Appointment Reminders Online banking Satisfaction survey of text messages read within the first 98% 10 minutes Service alerts Average millenial sends 109.5 text a day
- 29. “Your call is important to us… …please enjoy this 40 minute flute solo” Source: Anchorman: The Legend of Ron Burgundy
- 30. Ownership Access
- 32. Mobile Innovation Read more: KPCB
- 33. Read more: KPCB
- 34. Source: Recode
- 38. Convenience is the killer app
- 40. Read more: Digital Marketing Magazine
- 41. 457x You are… …more likely to survive a plane crash than intentionally click on a mobile banner ad!
- 42. The Rise of Messaging Source: BoredPanda
- 43. We believe in - The right message, at the right time, through the right channel There are 5 channels to communicate with consumers on mobile
- 46. SMS is the most frequently used aspect of the mobile phone 6 billion people have the ability to send/receive SMS 90% of SMS messages are read within 3 minutes 98% open rate for SMS vs 20% for email SMS
- 47. SMS campaigns should be… • Short • Infrequent • Timely • Important • Wanted by the end consumer
- 48. Manufacturing • Improved Efficiency • Preventative Maintenance • Workplace Safety
- 49. Retail • Personal Experiences • Stock Management • VIP Treatment
- 50. Healthcare • Drug delivery • Hygiene Systems • Remote Monitoring
- 51. Transport • Driver Safety • Operational Efficiency • Route Optimisation
- 52. Surveys
- 53. Read more: KPCB
- 56. “Fusing next generation payments, messaging platforms and storytelling will be transformational.” Source: Nick Allen Nick Allen, Nuevo Fundraising
- 60. Read more: Andreessen Horowitz
- 64. Read more: The Guardian
- 65. Read more: The Guardian
- 67. Source: FT
- 68. Source: Guardian
- 69. Source: Guardian
- 70. Source: Alphr
- 71. Read more: WIRED
- 72. Opportunities: Innovation & Collaboration Leverage 3rd Party Tech Be part of the conversation The intention economy (big data)
- 73. Threats: Destination mindset Becoming irrelevant Missing the conversation Reliance on “app” as a strategy
- 74. Disrupt or be disrupted Don’t call – just text Convenience trumps privacy Establish transparency Omni-channel is the way to go Make it personal Read more: OpenMarket
- 75. Need a subheader? Make it bold. Thank you! @oisinlunny @openmarket @gsma #DigitalCommerce